Jeans Enter the Beauty Domain

After washes, sustainables and organics, cosmetics could be denim's next frontier.

BERLIN — Jeans have long been the popular way to help women look cool, fit and sexy with styles, silhouettes and construction details that lift, push up and shape the wearer. Now in their latest episode of reinvention, denim brands are taking on cosmetic qualities designed to add skin care and combat wrinkling, sagging and even weight gain.

Chilean brand Mohicano Jeans launched a jeans cosmetics concept with aloe vera, while its new Denim Therapy collection features jeans with anticellulite properties. As brand manager Ricardo Cuevas explained, “The Denim Therapy collection was created with the latest technology, incorporating nanoparticles of aloe vera in the cotton fibers. When these particles come in contact with the skin, they provide several vitamins, such as vitamin E, amino acids, enzymes and antioxidants, reducing the appearance of cellulite and stretch marks. These stimulate cell growth, collagen and elastin.”

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"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)